Inspire. Impress. Convince.

Fairaway | A Selling Guide


Fairaway USPs & What We Stand For

  • personal communication,
  • individual planning,
  • authentic & sustainable experiences,
  • local insider knowledge & personal recommendations.

It’s important you are aware of these as that’s the expectation every potential customer has when making a request.

Importance of the First Impression

When you meet someone in person, you judge by what they’re wearing, their facial expression and body language, their tone of voice and many other factors. Almost instantaneously you’ve formed a first opinion about that someone before you know anything about him or her. Since you make that first contact via email you’ll need to impress with a only few lines and every single word counts to hit the right tone!  

Why not send a “Welcome” in your local language. Sawadee Krub, Hola, Buenos Dias, G’Day – it already makes someone feel welcome to the country you’re selling.

Triple check you’ve spelled the name of the client correctly. Unfortunately, this happens way too often. Autocorrect is not an excuse. If you get a personal email with a wrong name, how likely would you be bothered to even read on?

The request form should give you a good indication about who you’re talking to and roughly what they’re looking for. Though, by all means it doesn’t give you enough information to create a personalised itinerary and to be honest, it shouldn’t. We do our best to pre-qualify leads so you’re not wasting your time on people not actually wanting to book a holiday. Though, the enquiry form is really only a help to draw a framework. It’s up to you to get to know who you’re talking to and show them why you’re the right person to help with their trip.

So feel free to ask questions about the person – what are their hobbies and interests? Do they want to have more adventure during their trip or relax more at the beach? Do they have an international driving license for doing a self drive trip?

Start a conversation and show that you’re really offering that personalised service and that you’re listening to the client’s wishes. Don’t send a full quote unless you’re confident this trip could really be someone what that person is looking for.

Introduce Yourself

Show them why you’re the right person to plan their trip. Show that you’re passionate for your destination and know it like the back of your hand. Of course this can be a standard introduction, which you adapt only a little with every inquiry. This is a very good example of Jan, our travel expert for Bhutan. Maybe you can get some inspiration out of it? 🙂

“Hallo XXX,

Danke sehr für Ihre Anfrage.

Mein Name ist Jan und ich bin der Reisespezialist für Bhutan bei Fairaway.

Sie sind bei mir an der richtigen Adresse für eine abwechslungsreiche individuelle Bhutan

Reise, die ganz auf Ihre Wünsche abgestimmt ist. April ist eine ausgezeichnete Zeit für eine Reise in Bhutan, weil das Wetter angenehm ist und die Rhododendron Bäume voll blühen.

Wir haben Ihre Anforderungen für eine Reise in Bhutan gelesen und verstanden und werden unser Bestes tun, um eine unvergessliche Tour für Sie und Ihre Familie zu gestalten.

Ich hoffe, bald wieder von Ihnen zu hören.”



Unser Indien Experte

Lernen Sie Jan kennen. Er lebt schon seit Jahren im indischen Himalaya und freut sich darauf, Ihnen einen individuellen Reiseplan zusammenzustellen.

Jan kennenlernen



Unsere Sri Lanka Expertin

Lernen Sie Tekla kennen. Sie lebt schon seit Jahren in Sri Lanka und freut sich darauf, Ihnen einen individuellen Reiseplan für Sri Lanka zusammenzustellen.

Tekla kennenlernen

Problem of All-Inclusive Holidays..

To a lot of Germans the concept of planning a holiday with a local agency is still foreign. We have travel agencies on every corner and you can even book your all-inclusive beach resort holiday with flights on the homepage of the local supermarket. So it’s even more important to show that we offer unique trips, which aren’t available everywhere else. Highlight special activities or accomodations in your inquiry, so the client can really understand the difference. You could include it in your email with the inquiry and highlight the special activities. This is a very good example from Tekla, our travel expert in Sri Lanka:

“Hier habe ich eine spannende Wanderung in den Horton Plains mit eingeführt. Anstelle des Yala Nationalparks habe ich den Udawalawe Nationalpark ausgewählt, da im November hier einfach weniger Touristen sind und es authentischer ist. Auch besucht Ihr dort eine Elefantenaufzuchtstation. Die letzte Nacht habe ich euch bei Einheimischen geplant, wo Ihr selbst kocht, einen Markt besucht und viele Erfahrungen abseits des Mainstreams macht. “

What’s important to Germans

So you think Germans are demanding…  What might be demanding to you is simply thorough. Germans want to know their money is well invested. They expect good service at a good quality and want to understand what they’re paying for. 

  1. Validation: Germans tend to do their homework (well)! They might ask questions for information easily available online to confirm what they already know. Set up email templates or snippets to frequently asked questions or refer them to resource pages (we can add those as needed).
  2. Reliability: be ready to back up all you say and don’t make promises you can’t deliver on such as timelines for when you’ll have a new quote ready. Fail to deliver or make statements that turn out inaccurate and you will look untrustworthy and unprofessional.
  3. Efficiency: time is very important. Respond to the initial request within a day, max 2. Make sure to refer to questions/ notes in the request, answer throughly without elaborating  beside the point (this will lead to follow up questions).
  4. Pricing: Germans usually have a clear idea what they want to spend. Your first proposal should be as close as possible to the budget expectation given in the request. If that is unrealistic, make alternative recommendations, but not without giving valid reasons why!! Most clients will shop around to compare your offer to others. Don’t be afraid to ask whether you can review the counter offer. If you can’t match or beat the price, explain that sustainability & quality comes at a cost.
  5. Transparency: Be transparent, but don’t give away too much information.  The WHY is always important. Don’t be afraid to say something isn’t possible or expectations seem unrealistic, but always give a brief explanation and it’ll be ok.

Our Tips for Higher Conversions

1. Professional Look & Feel

In Germany there’s a saying, that everything (if you want it to be perfect) should be appealing for the eyes as well. This means, that you can have the best travel proposal with a lot of interesting and authentic experiences, but if it isn’t presented in a nice way the client feels you aren’t professional or trustworthy enough and will book with another agency.

There are some good and easy ways to create a proposal, which is appealing and well structured. One tool is Travefy, which a lot of you start using and Liesbet and Antoinette from Costa Rica already are using. If you want to test it as well, feel free to send us a message! It’s much cheaper and easier to implement than you think, you’ll be surprised!

Always remember you’re selling experiences. Use lots of images that inspire and make people want to go. If your proposal looks like a shopping list or Excel checklist, chances are people won’t bother responding.

Special Rates available!

We negotiated an extended trial period as well as a good discount on each plan (as little as $29/ month, can be cancelled any time). 

2.Be Relevant

Our request form will give you an indication of who you are talking to, what they like to see & do and what they are willing to spend. Refer back to the request as much as possible or feel free to ask further questions before putting together an itinerary.  Show the customer you’ve actually read their request and that you are indeed catering to their ideas and wishes.

Make sure to that your itinerary is as sustainable as possible while still making the journey comfortable. Do not include domestic flights everywhere and mention about our sustainability mission somewhere.

Understand your client's needs

You get a request from a family with two children with the age of 9 and 11? Be relevant – don’t line up 2 museum visits per day, coffee plantations and silk factories. Make sure to include activities that are fun for the whole family such as nature hikes, wildlife spotting, creative workshops, chocolate tasting. 

Of course this applies also to other clients, so make sure you get a good picture of the client by asking questions to make a relevant inquiry.

3. Never just say ‚NO‘

Germans want to understand what they’re paying for. If you get asked to provide a price breakdown, don’t say say no, explain why this isn’t possible‘.

If there are things we simply don’t provide like hotels that you know aren’t good or activities that violate our responsible tourism policy, simply explain exactly that briefly. It shows your (and our) integrity and that we do offer a different kind of experience.

Always explain WHY

„Unfortunately, we can’t provide a price breakdown as the overall price of your tour is based on special rates we negotiated with the hotels/ providers as well as other cost components. I can assure we are trying to offer the best possible price.“

„Leider können wir keine Aufschlüsselung des Preises liefern, da dieser nicht einfach auf der Summe von Einzelleistungen beruht, sondern einem Mix unserer Agenturpreise. Natürlich versuchen wir das best-mögliche Preis-Leistungsverhältnis zu liefern.“

4. Make it Personal

One of the major benefits for a client to book with Fairaway is the fact they can take advantage of your inside knowledge of your destination versus a travel agent in Germany who might have been there a couple of times. Crack a joke, share a personal story or your favourite restaurant recommendation – show them you really know what’s good to make this the best possible experience. Add little touches to your emails like „Hi“ or „Bye“ in your local language.

5. Answer to the point to avoid excessive emails

Respond to questions, but don’t elaborate too much. Every new aspect you’re presenting might lead to follow up questions. If you’re getting closer to an itinerary the client seems to like stop putting emphasis on the fact that everything can still be adjusted.

Be patient, but create some urgency (see below).

Social Proof

Did you know we conduct customer interviews and publish them on the website? Feel free to link to them to give clients an idea of what they could be doing. It also demonstrates we’re legitimate and create exceptional experiences.

Chances are you might still have the old travel plan that you can use for this new customer. 🙂

6. Follow Up and keep the conversation going!

Don’t just send a response and leave it at that. While you’re hoping for the customer to get back to you he is probably talking to 2 or 3 other agencies. If you haven’t heard after 2 or 3 days, follow up asking whether there is anything else you can help with. It’s not being pushy, it’s showing that you’re interested to help them out.

Most bookings only happen after several follow ups. If you don’t have a CRM, get in touch and we can recommend a few (including free ones) or use email labels to organise your conversations.

End every email with a question or try to keep the client engaged. At least finish with something like “I look forward to hearing back from you.” 

Be polite, not annoying

„Hi Sarah,How are you? Just checking back in to see whether you’ve had a chance to look at my latest proposal. I’m keen to hear your feedback to plan the perfect trip for you. Looking forward to hearing from you.“

„Hallo Sarah,Wie geht es Ihnen/Dir? Ich wollte mal nachfragen, ob Du/ Sie schon Zeit hattest einen Blick auf meinen Reisevorschlag zu werfen?
Ich bin gespannt zu hören, was Du/ Sie denkst(en) und freue mich für Dich/ Sie eine tolle Reise zusammenzustellen. Liebe Grüße aus xxx“

7. Create urgency saying that some hotels have very limited availability and are likely to book out soon.

Use the FOMO (fear of missing out) principle like when certain activities are usually booked out well in advance and it’s better not to leave it too long..

FOMO Alarm

„Please keep in mind spaces are very limited and this hotel/ tour is likely to book out soon/ tends to book out way in advance. So I’d recommend not to leave it too long to decide.

„Bitte denke daran, dass das Hotel/ die Aktivität nur begrenzte Plätze hat/ meiner Erfahrung nach schnell ausgebucht ist. Daher empfehlt es sich nicht allzu lange zu warten.“


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